We turned up the GO in Kansas City as the Phillips 66® Big 12 Basketball Tournament took center stage. From the T-Mobile Center to the Loews Hotel and throughout the tournament footprint, Phillips 66 helped shape the fan experience. High-energy activations, bold brand moments and meaningful connections created an unforgettable atmosphere and brought the spirit of GO to life.
Showing Up Big
This year, Phillips 66 elevated its presence across both tournament weeks, creating the most impactful Big 12 experience yet. From digital billboards and paid media to standout signage at the T-Mobile Center and Loews Hotel, the Phillips 66 brand stayed front and center—fueling the energy of fans, teams and guests at both the Women’s and Men’s Phillips 66® Big 12 Basketball Tournaments.
Fan Activations Tip Off the Fun
The fun started at Fan Fest, where Phillips 66® hosted high-energy, hands-on experiences for all ages. Fans could:
- Register for the Fuel Forward® App to play the Phillips 66® Shoot Your Shot Experience
- Compete for exclusive tournament swag
- Keep the excitement going inside the arena at the Phillips 66® GO ZONE, featuring a claw machine, Skee-Ball® game, prizes and nonstop fan engagement between every matchup.
Fans Take the Court
Throughout the tournament, fans stepped onto the court to take part in high-energy, on-court games like Around the World, GO GO GO Putt for Dough, Pick Your Shot and the Ultimate Shot. Each moment offered fans a chance to shine under the lights and win prizes, including digital gas cards.
Stack-It Challenge Fuels Fan Participation
Back by popular demand, the Stack-It Challenge returned after its successful 2025 debut. Fans made their Big 12 picks directly in the Fuel Forward® App and unlocked a 12¢/gal offer just for playing. This gamified promotion gave fans a fun new way to connect with the tournament while helping drive app engagement and fuel purchases throughout championship week and beyond.
From the Court to Your Feed
The excitement from both tournament weeks extended well beyond Kansas City, as fans followed along in real time on social media. Across Meta platforms, content highlighted:
- Fan activations
- Creator and influencer moments
- Behind-the-scenes looks at the Women’s and Men’s Phillips 66® Big 12 Basketball Tournaments
Together, these posts generated more than 114,000 impressions and 4,600 engagements, bringing the energy of championship week straight to fans’ feeds.
Celebrating the Big 12 Champions
As title sponsor, Phillips 66 was proud to help honor the tournament’s top teams. Chairman and CEO Mark Lashier presented the trophies to the men’s and women’s champions, celebrating their hard work, grit and GO.
Fueling the Future of the Game
For the third year in a row, Phillips 66 partnered with Kansas City Parks & Recreation to renovate a local community basketball court, supported by a $100,000 donation. The refreshed space gives neighborhood athletes and residents a safe, high-quality place to play, practice and come together.
Connecting With Our Customers
To kick off championship week, customers joined the Phillips 66 team at No Other Pub for the annual Customer Appreciation Welcome Event. With food, drinks and games, the evening offered a relaxed, fun setting to connect, celebrate the tournament and say thank you to our customers for choosing Phillips 66.
